Digital marketing terms A–Z

Proving that an email really comes from the domain it claims to be from.

A short profile that describes the writer's background, credentials, and relevant experience.

Bidding where the ad platform sets bids automatically using machine learning to hit a chosen goal.

A message sent automatically after a defined trigger.

The average revenue collected per order over a chosen period.

Average session duration is the mean length of visits over a chosen period.

Marketing and selling from one organization to another.

Marketing and selling directly to individual consumers.

A link to a page from another website.

A rectangular image or graphic ad placed on a web page or app screen.

An approach that reports the probability that a variant is the better option.

A beacon is a small data transmission sent to a server to record user activity.

The study of how psychology and bias shape real economic and buying decisions.

Email targeted to a subscriber based on their tracked behavior and interests.

Grouping subscribers by their actions, such as opens, clicks, or past purchases.

Targeting ads based on a person's past online actions and browsing patterns.

Changing onsite content or offers based on how a visitor behaves during their visit.

A reference point used to judge whether a metric's current value is good or poor.

Copy that leads with what the reader gains rather than listing product features on their own.

Google's language model that reads full query context to better understand words.